Social apps, also known as social networking apps, have gained massive popularity in the recent decade, with Live Stream, Live Video, and Live Chat among the most successful subcategories.
Live Stream, Live Video, and Live Chat apps allow users to live-stream their favorite moments and make friends from all around the world. They enable people to showcase their talent, discover new ideas, and stay connected in a dynamic, immediate, and creative way.
Live streaming apps allow you to create and share videos in real time, through an internet-enabled device such as a smartphone or tablet. In other words, viewers can watch a video as it is being recorded by the creator. Viewers can also post comments as the live stream is happening, providing instantaneous feedback, and creating an engaging conversation amongst the creator and the viewers. Popular live streaming apps include TikTok and Twitch.
Live video is essentially live streaming but to a private audience. This means that you can communicate through video calls to other people, but on an “invitation only” basis. A good example of this is video conferencing through apps like Zoom and Skype.
Live chat enables you to communicate with other people in real time through messages. This is an alternative to texting or phone calls, as it is done through an app. There are also different interactive features you can use, such as emojis, GIFs, stickers, and voice notes. Examples of live chat apps are WhatsApp, Facebook Messenger, and Telegram.
Case Study
We at Aarki ran a user acquisition campaign for a Live Stream, Live Video, and Live Chat app running on Android and iOS devices. The results of the campaign were promising. It generated a 3.64% increase in click-through rate (CTR) and an 18.48% decrease in cost per install (CPI). We also observed an impressive 22% lift in the retention rate (RR), exceeding the client’s goal.
The positive outcome of the campaign can be attributed to multiple factors, and below we review a couple of creative strategies that our in-house design team explored and executed.
Creative Strategies: Top Tips
1. Showcase attractive female users
Showing photos of female users has proved to be one of the best ways to attract the live stream users’ attention. Photos perform better than text ads. Users are significantly more likely to think favorably of ads that emphasize photography over ads that emphasize text.
2. Present different features and uses of the app
Highlighting different app features, such as communicating in private with friends, or performing a duet with another user, can be helpful in attracting users. If your app offers live streaming of popular games or vlogs enabled, do showcase these features in your ad creative to engage your current users with new possibilities.
Creative Analysis
Aside from the overall campaign analysis, we A/B tested different ad creative groups. The first test we ran was comparing a creative ad depicting people vs. one without people. The second test compared ad creatives depicting only women vs. both men and women.
The results showed that the ad creatives with people outperformed the ones without people, with a 58.32% better conversion rate (CR), 44.96% better install rate (IR), and 48.70% higher RR. In addition, the CPI decreased by 25.32%.
What was interesting, was that ad creative depicting only women outperformed the ad creative with both men and women, across all metrics.
Follow these creative tips to get great results and contact us for further strategies to level up your social apps.
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